Tropicana Plans to Juice Up The Nation During Super Bowl XXXIV with New Ad Campaign

Convenient Nutrition Solutions Delivered to Morning-Challenged Consumers

BRADENTON, Fla. /PRNewswire/ — Thirsty viewers of Super Bowl XXXIV will get a taste of Tropicana’s new 2000 ad campaign as it launches nationwide on January 30.

“Tropicana, The Best 9.3 Seconds You Can Possibly Spend on Yourself,” is the tagline of the campaign, which reinforces the importance and ease of getting powerful nutrition from Tropicana Pure Premium orange juice every day — despite the magnitude of challenges each morning can present. In fact, it can be done in just 9.3 seconds.

The creative, developed by FCB in New York, will be seen for the first time during ABC’s Super Bowl telecast. The 30-second spot depicts challenging morning scenarios that show how an eight-ounce serving of Tropicana Pure Premium orange juice can help fulfill daily nutrition needs quickly, conveniently and with great taste. The commercial is one of four different ones planned this year as part of the national TV campaign.

“Building on Tropicana’s taste and powerful nutrition, the new campaign illustrates a realistic way for consumers to get their daily nutrition by drinking Tropicana Pure Premium orange juice,” said Roger Berdusco, senior vice president of marketing for Tropicana Products, Inc. “We take great pride in understanding our consumers and providing solutions for their nutrition needs. Tropicana Pure Premium is ideally positioned as a pure and convenient nutrition solution to energize our consumers in just a few seconds.”

“It’s amazing how many things consumers are busy doing at the start of their day,” said Bill McDonough, FCB NY executive vice president, group management director. “We conducted some revealing ethnographic research and found out that people are ‘morning-challenged.’ No matter how much time we have, it’s never enough. This insight, combined with the benefits of drinking Tropicana, is captured in the campaign.”

Late last year, Tropicana Pure Premium became the country’s fourth largest selling grocery brand, according to Information Resources, Inc. Berdusco attributes much of the brand’s 20% sales growth in 1999 to the burgeoning popularity of calcium and vitamin fortified varieties. By advertising during the Super Bowl, Tropicana will reach millions of consumers who are already Pure Premium fans, as well as potential juice drinkers across the country. Orange juice, unlike many other products that will be advertised during the game, appeals broadly to men, women and children of all ages.

“Tropicana has built a strong and lasting relationship with consumers that extends back to the company’s inception more than half a century ago. This campaign launch, in addition to our programs for 2000 and beyond, are designed to enhance our consumers’ lives — and nutrition is the cornerstone,” continued Berdusco.

Tropicana is supporting its advertising with enter-to-win radio sweepstakes in several of its top markets leading up to the Super Bowl. Other major brand-building efforts for 2000 include several new products and funding new clinical research on the benefits of orange juice.

Tropicana Products, a division of PepsiCo, Inc., is the world’s leading producer and marketer of branded fruit juices. Based in Bradenton, Fla., Tropicana markets its products in the U.S. under a number of brand names, including: Tropicana Pure Premium Original, Grovestand and HomeStyle juices; Dole juices and juice blends; Tropicana Pure Premium Calcium and Vitamin C&E nutritionally enhanced juices; Tropicana Season’s Best and Pure Tropics juices; and Tropicana Twister juice beverages. The Dole brand name is licensed from Dole Food Company, Inc.

Contact: Mark Gutsche of Tropicana Products Inc., 941-742-2101; Michele Markel of Ketchum, 212-448-4264, for Tropicana; or Dianne Newman of FCB, 212-885-3002